With the evolution of processors, graphics drivers and associated accessories, VR is now ripe enough to shape a novel kind of human experience. Industry experts believe VR will even replace the traditional e-commerce, becoming the standard way consumers engage with brands. According to Goldman Sachs, by 2025, the VR industry revenues will outshine those of TVs. Technology giants are focusing on AR apps and VR, which they have identified as the next direction.
Fashion is typically one of the first industries to respond to new trends and adopt them. Innovation has always been a prime factor in the fashion industry, and now innovation has become strongly linked with VR. New 3D technologies can take fashion consumers on a brand-inspired journey, leading to new immersive (and lucrative) horizons.
Beyond the fashion industry’s inherent innovative drive, there are other considerations. Fashion brands are seeking ways to accelerate growth, especially when it comes to the luxury sector. VR and AR, with their high capacity for engagement, could be a good instrument for this. VR is also being driven by consumers: At the point when consumers fully embrace virtual tools, enterprises will have to comply.
There are lots of amazing VR applications for the fashion industry. These include VR-based design tools that allow designers to view their creations as finished garments in moments, rather than actually sew them up, wasting large sums on expensive fabrics. Another application involves designing a shop environment or display through a 360 Virtual Tour: The ability to simulate an environment, complete with props, fashion items and space design, can save so much time and resources compared to building an actual display to test it.
The most exciting opportunity is VR for consumers. VR screens are appearing in more and more shops, and some brands have already placed headsets in their stores, so shoppers could experience their recent collection’s runway show with VIP seats next to Kate Moss and Anna Wintour. These runways brought in excellent results, with hundreds of people experiencing the show.
Many AR apps and dressing rooms have sprung up, allowing consumers to digitally try on garments. VR mirrors record people’s size data and display various items of clothing through a 3D photo, or a digital simulation of the consumer. This helps avoid the tedious process of holding on to a pile of clothing while waiting long minutes to enter the dressing room and try on many different sizes and items. With VR, consumers can try on an item by just swiping their hand. The next step will be having people try on outfits without ever leaving their home.
“Try Before You Buy” VR isn’t limited to clothing, either. Beauty retailers have also been eager to adopt AR apps, building users’ confidence by letting them sample makeup products using a filter on their mobile. Some iPad apps by high-end brands let consumers put items in their home to see how they fit in.
Some companies with a “Try Before You Buy” app claim these can increase sales by 22%. These apps also have a powerful benefit related to data collection: The precise, valuable data about the fit of each fashion item can be used to redesign the items for a better fit in various demographics.
Virtual fashion marketplaces enable users to design fashion items online, and sell them in a virtual market to users who dress up their avatars in popular games or environments. This app will be soon integrated with MarvelousDesigner, which is already used by many software companies, filmmakers and game designers. People will now be able to export existing creations from MarvelousDesigner into the virtual market and use them for avatars. In popular games such as Second Life, approximately 2 billion items have been created over 15 years, including fashions, furniture, vehicles and more.
Top brands are designing high-end VR headsets, which will also drive user adoption. This combines wearable technology and VR, and will make it harder than ever for other brands to remain outside of the VR scope.
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